Qantas launches first major new brand campaign with Droga5 focussing on new uniform

Qantas has unveiled a new brand campaign ‘It’s About’ timed to coincide with the launch of the airline’s new uniform and days after it announced it was facing financial difficulties.

‘It’s About’, created by Droga5, uses the look of the new uniform to highlight why customers chose the airline according to Qantas research and also focuses on the brand’s role as the national carrier, with its tagline ‘Spirit of Australia’ at its centre.

Olivia Wirth, group executive – brand, marketing and corporate affairs said in a statement: “The reason we went with ‘It’s About’ is because it focuses on the things that matter most to our passengers, so it’s a great opportunity to profile the way Qantas has kept evolving its product and service.”

It is the first major new brand work for Qantas from Droga5 since the agency won the lead creative spot on the roster in June 2012. Previously the agency has launched a campaign featuring a Mars Rover replica for the Frequent Flyer program, and executed a series of books for the airline.

The airline is using the uniform launch as the mechanism to update many other elements of the brand, including its on-board magazine and the on-board safety video.

The campaign will feature in Qantas terminals, on-board its aircraft and in emails to Frequent Flyers, as well as a series of print, TV, digital, airport and onboard adverts.


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